Trusted Cold and Flu Brand BENYLIN® Launches NEW Lozenge Product
J&J and JWT Canada dramatize long-lasting relief in “Work Day”
TORONTO, Dec. 10, 2018 /CNW/ – It’s no secret Canada – winter is coming. And what’s more predictable than the cold weather? Cold and flu season. Fortunately, the experts in cough control BENYLIN® have got us covered. Earlier this fall, Johnson & Johnson Canada and J. Walter Thompson Canada released a brand-new campaign to globally launch the new BENYLIN® Sore Throat Lozenge product.
With over 25 different cold and flu products, BENYLIN® specializes in cough and cold control. The BENYLIN® Sore Throat Lozenge product is brand-new and has been uniquely formulated with a dual layer that works in two ways. First, the outer layer with cooling flavour agents quickly dissolves, providing an immediate cooling sensation to soothe your throat. Then, the inner core, containing an anesthetic, provides targeted relief of your sore throat pain for up to two hours. While there are other lozenges products that contain medicinal ingredients, the BENYLIN® difference is the two-hour duration of long-lasting relief that the product provides.
“Lozenges are the lightweights of the cough and cold category – generally consumers don’t expect much of them. Consumers look to them to soothe and relieve their sore throat while they’re sucking on them but not after they’ve dissolved. BENYLIN® lozenges last for 2 hours so it was important to ensure that message was clear,” said Ishita Saha, Market Unit Director, Pain Care and CCFS, Johnson & Johnson. To convince the consumer that BENYLIN® Sore Throat Lozenges are different and truly long-lasting, J. Walter Thompson Canada decided to take a light-hearted approach that would resonate with the consumer. “Some of my favourite ads from the past and some of the most convincing have been straightforward demonstrations,” said Cory Eisentraut, Executive Creative Director, J. Walter Thompson Canada. “With this launch, we wanted to find a simple way to demonstrate the two-hour relief but do it in a fun, memorable way.”
To further demonstrate the length of relief the BENYLIN® lozenges provide, the teams worked together to strategically develop a media plan that would place the ad in contextual environments. First on the list: movie theatres. This placement is particularly clever for two reasons: firstly, the two-hour relief message correlates to the typical length of a film in the cinema and secondly, no one wants to be that person coughing throughout the entire show.
The BENYLIN® Sore Throat Lozenge product is now available in store. Check out the supporting TV and digital campaign “Work Day” here: https://www.youtube.com/watch?v=8JF-g_GImoU
ABOUT JOHNSON & JOHNSON:
In Canada, Johnson & Johnson Inc., the consumer health company has offices in Markham and Montreal. They market and sell some of Canada’s leading brands in the Baby Care, Oral Health Care, Wound Care, Nicotine Replacement Therapy, Skin and Hair Care, Nutritionals, Non-Prescription Drugs and Eye Care categories. At Johnson & Johnson Inc., the mission is to enrich the health and wellness of every Canadian, every day. Behind every one of the brands is a tradition of innovative research, cutting-edge technology, and a deep commitment to delighting consumers with products that they can trust for their entire family.
ABOUT J. WALTER THOMPSON WORLDWIDE:
J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues to have a dominant presence in the industry by staying on the leading edge – from hiring the industry’s first female copywriter to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
SOURCE J. Walter Thompson Canada